Campaign: Getting to 90% organic

The City of Copenhagen has a target to reach 90% organic food in the public kitchens in Copenhagen before the end of 2015. We are well on the way.

By 2011 the City of Copenhagen had a target to reach 75%
organic food in the public kitchens in Copenhagen. This goal was
reached! As a celebration of this milestone, as a
contribution to all the hardworking kitchen staff, and as a
reminder of the work ahead to reach 90% by the end of 2015,
Copenhagen House of Food has composed a slightly different
campaign. A campaign which celebrates the true heroes of this
success - the kitchen staff. These are the people who make
organic meals in public institutions a reality.

The campaign portrayed the people, who are the true heroes
behind the success. 1.000 portraits have been taken of 1.000
kitchen staff, in institutions around Copenhagen. These
pictures are followed by a short introduction and a picture of the
'menu of the day'. The portraits are being showcased through
an exhibition 'People behind the plate', which has been travelling
around the city visiting different organisations, ministries and
events.

The campaign evolved into the "Getting to 90%" campaign, which
is inspiring the public institutions and kitchen staff to give
their all to reach the 90% organic consumption through "organic
kits" for each of the institutions, a city-wide
poster-campaign, celebrations, road-shows and video
pep-talks by, among others, the
Lord Mayor of Copenhagen and
Sofie Gråbøl (aka Sarah Lund from The Killing).